| China implemented the reform and opening up the economy have developed rapidly, people's income continued to grow, people's living standards rising. Chinese residents of the personal assets of the concern has been expressed by "enough to spend" to "how to spend," changes in investment through financial means to carry out personal assets and a growing demand for value. Facing individual gigantic marketplace chance managing money matters, the state-owned commercial banks need to face the cut-throat competition coming from the foreign banks, from the persons of the same trade or business banks and other banking institutions, the marketplace managing money matters only when rightness applies various marketing and sales tactics ability to open up an individual ceaselessly, keeps a competitive edge.Based on the analysis of Switzerland, the United States and Japan commercial banks'personal finance product marketing strategy, drawing on foreign experience and lessons learned based on the theories of using marketing strategies, product life-cycle theory, the theory of financial innovation, the modern marketing theory and other theories on China at the present stage State-owned commercial banks, personal finance product marketing strategies are analyzed and found some problems, such as the imperfect of marketing mechanisms, market positioning is not allowed, product homogenization of serious, a single marketing channel, non-discriminatory pricing, the lack of an effective promotional tools, the lack of compound professionals. The causes of these problems are many, both financial system, financial market reasons, but also the reasons for the state-owned commercial bank itselfIn this paper, we use the SWOT analysis method to analysis the internal strengths, weaknesses and the external environment opportunities, when the state-owned commercial banks carrying out personal financial product into the market, at the same time, we develop the corresponding marketing strategies available. This paper argues that state-owned commercial banks are leaders of China's banking industry, is not suitable for selection WT Strategy (defensive), but should be carried out the strategy for WO-ST-SO step by step, when they carrying out personal financial product into the market.The state-owned commercial banks in the implementation of personal financial management, product marketing strategy may be encountered, such as marketplace risk, liquidity risk, operational risk, legal risk, reputation risk, etc, state-owned commercial banks should actively respond to a comprehensive theory of risk management (ERM) for the guidance, by increasing the quality of marketing staff, improve product marketing and personal finance-related laws and regulations, implementing quality of service management means to carry out risk prevention.This article finally also proposed some optimization state-owned commercial bank manages finances personally the product marketing strategy suggestion.The state-owned commercial bank may from manage finances personally the product design, the consummation product fixed price system, the expansion retailing channel, the accurate market localization, the establishment customer information system and the implementation brand constructs several aspects to optimize manages finances personally the product marketing strategy, the promotion manages finances personally the product marketing. |
